We wept today. At 12:53 p.m. we wept. Our drenching tears were tears of joy. The cause for our delight? A new commenter, not an applauding seal, refused to drink Romney brand Hopium. Instead of balancing a colorful rubber ball on her nose and imagining all is right in this best of all worlds newcomer “Abbie” offered a suggestion to Mitt Romney’s idiot team:
“Why doesn’t the Romney campaign run ads about the Obama’s lavish spending on the taxpayer’s dime—those multiple exhorbitant [sic] vacations and how he would respect our hard-earned dollars and not exploit this perk if he was in office. Also, that Obama cares only about one job, his own, and not the rest of America that is hurting–how he spends more time out fundraising than doing the job he was elected to do. Sheesh!”
“Sheesh!” is exactly right as an expression of exasperation. Since last weekend’s disaster we have been sheeshing a great deal at the rejection of reason by Dr. Pangloss and the Panglossians. We reject Panglossianism and prefer the hard whiskey of unrelenting analysis based on reality.
Like “Abbie” we too have offered suggestions from here to the Romney campaign some of which have been wholly consumed (for instance, narrative tracks added to the ads and this one regarding how to employ Republican secret weapon Hillary Clinton) and most which are so watered down we fitfully deny the offspring is ours.
In our last two articles we not only applied cruel reason to the current disaster, we watered down our critique and even offered advice on how to begin to right the hull damage below the water line where it is not yet seen but still is there, taking on yet unseen gallons.
We understand what Romney is up to. Hell’s bells, we wrote about the Great Lakes strategy in June. Earlier we explained the Great Lakes strategy and why Romney was taking a bus tour to get the despised “white” vote. However, we also understand that the Great Lakes strategy doesn’t work unless Florida is moored to Romney in 2012. Why did Biden play the race card? It’s not only because Biden is a drunken fool, but to counter the Great Lakes strategy.
We understand what Romney is up to and it won’t work without Florida nor unless the hull is steel plated. The Romney campaign has to learn quicker, better. Our positive advice on future advertisements from our last article:
“Make it explicit. Stop with the clever ads that the politically involved understand. Tell the truth clearly and without fear. Mitt Romney should run an ad that goes something like this:
“Do you like Barack Obama? Do you think Barack Obama is nice? Does a nice man call his political opponent a felon? Does a nice man call his political opponent a murderer? Barack Obama is not nice. Barack Obama is nasty.”
The target audience for political ads this season (aside from the too easy to script ads for the “base”) is undecideds and those who do not like politics or aren’t particularly engaged. In many instances these uninterested voters need to be spoon fed. They don’t get “clever”. They do not have and do not want a vast knowledge base of political facts.
Consider the following political ad by the Conservative Majority Fund about voter ID laws. Put aside whether you agree or disagree with the message. Try not to dwell on the carnival barker quality of the narrator’s voice. Do not giggle at the “shop now, going out of business” misfire which is the ad (the intention of this near comic “reefer madness” exposition was to foster an emergency mindset regarding voter ID laws).
Comic as it is, the above ad has a point of view which is expressed strongly and which informs with their version of the “facts” even the least informed of the uninterested of viewers. [For an ad this strong in viewpoint we would suggest a soft woman’s voice to narrate and take off the comic edge.] Of course for those that agree with the ad the ad is viewed as perfect (such are the effect of Hopium no matter who is selling).
That ad, to many not as concerned about voter ID laws, will sound hysterical. It sounds hysterical because it not only makes an argument based on the facts as the producers see them but also because it is a very emotional ad. The ad is meant to stoke the emotions of those who agree with it. [The hyperventilating emotionalism in the ad could easily be softened with a woman’s voice.]
None of this is to say that emotion in ads is bad. Quite the contrary. Emotions in ads is something that Democrats are very good at and Republicans suck at. Ronald Reagan’s “Morning in America” ads tugged emotionally and they were very effective. But that was a long time ago.
In 2012 a lot of Romney supporters and the applauding seals contingent think that rationality will carry the day. They refuse to see beyond the dubious polls of the day and the one shot of adrenalin that any big announcement produces. They forget the bigger impact of Sarah Palin, the bigger donation response to Sarah Palin and how that was turned around when Big Media and Barack Obama got through with the fear and smear campaign. The Republican “Comeback Team” will make the case based on the facts – and that is why they will lose.
Thomas Sowell doesn’t quite get it in today’s column:
“If this year’s election is going to be decided on the basis of hard facts, the Obama administration is doomed. But the Obama campaign is well aware of that, which is why we are hearing so many distracting innuendoes and outright lies about such peripheral issues as what Mitt Romney is supposed to have done while running Bain Capital — or even what is supposed to have happened at Bain Capital, years after Mitt Romney was long gone. [snip]
What smears like this show is that the Obama administration cannot run on its track record, so it has to run on distractions from the country’s real problems. [snip]
This election is a test, not just of the opposing candidates but of the voting public. If what they want are the hard facts about where the country is, and where it is heading, they cannot vote for more of the same for the next four years.
But, if what they want is emotionally satisfying rhetoric and a promise to give them something for nothing, to be paid for by taxing somebody else, then Obama is their man. [snip]
There are no doubt voters who will vote on the basis of believing that Obama “cares” more about them.”
Sowell forgets, or refuses to acknowledge, that Hillary Clinton in 2008 had the policy knowledge and the logical positions. But Barack Obama employed race-baiting and other emotional tuning forks to rile the Obama brand Hopium Guzzlers in scenes straight out of Batman Begins.
It won’t be long until scarecrow Barack Obama unleashes the fear toxin into civil streets. It won’t be this week. It won’t be the week of the Republican convention. But Barack Obama’s fear toxin will gas the populace once his Bank of America convention is done.
The Obama fear toxin will be an ad designed to break down the population which rejected him in 2008 and which gave Republicans their massive victories in 2010. Picture a frail old woman, purple veins and age spots visible on thin arms. Behind her withered face can be seen empty cupboards. On the table, near her plate, next to her tarnished fork, a can of cat food. From her trembling voice fear about losing Medicare because of horrible Republicans rich in money and looks but poor in compassion. Try arguing with that on a policy level, Mitt.
Mitt Romney better make his arguments based on facts but from an emotional gut level. It can be done. But the evidence thus far leaves us hopeless.
As Florida remains an elusive prize that could have easily been captured Mitt Romney must leave the robot planet and embrace the planet of emotions.
One possible avenue for Mitt Romney is to speak to senior citizens on an emotional level about what they want to leave behind. Romney needs to call the “greatest generation” to one last mission.
Mitt Romney must ask the “greatest generation” to reject fear as they did in their young days. Ask the greatest generation that survived the depression droughts in dust bowl Iowa and fought the mechanized armies of hate and fear of imperial Axis powers – to fight for America yet one more time. The greatest generation can be persuaded to fight for their grandchildren and the future of America once again.
The “Boomers” too, offspring of the greatest generation must be appealed to, on an emotional level, to fight fear with a mission greater than themselves. The “boomers” must be asked to leave more than love beads and Woodstock as their legacy.
The Romney campaign must help the boomers and the independents who are undecided, worried and wary about the future, to understand that they cannot afford Barack Obama. We cannot afford Barack Obama.
That should be a major theme of the Romney campaign and the Republican Party. Americans For Prosperity, a Romney SuperPac produced a weak sister ad to what we suggest:
The RNC likewise broadcast the “It’s Ok to make a change” ad:
But these are weak shadows of what needs to be done.
Instead of saying nice things about Barack Obama talk about cost in emotional terms. Talk about a dark future of fears. Talk in the language of that black woman who was “exhausted” defending Obama: Picture women, men, several black women, several black men several Latino men, several Latino women, several gentry white liberals all who appear from central casting as Obama voters. But these people are not saying what a nice guy Barack Obama is. They are saying “I voted for Barack Obama last time. I thought I would vote for Barack Obama again. But I can’t afford Barack Obama. I NEED A JOB. I CAN’T AFFORD BARACK OBAMA!!!!”
America can’t afford Barack Obama. Need we mention that goes nicely with a follow-up ad as suggested by “Abbie”?
Mitt Romney needs to speak to the many Velma Hart’s in America. Velma was exhausted defending Obama and eventually she lost her job. Velma Hart cannot afford Barack Obama.
Mitt Romney must tell America “We cannot afford Barack Obama.” We can’t. We simply can’t. Barack Obama must be fired so that others will be hired.